The American touch: Evaluating the reach of U.S. soft power in India

Obaidullah, Md

doi:10.22059/jcountst.2025.404234.1383

The American touch: Evaluating the reach of U.S. soft power in India

Document Type : Original

Author

Md Obaidullah ¹^{, 2}

¹ Visiting Scholar, Department of Development Studies, Daffodil International University, Dhaka, Bangladesh

² Graduate Researcher, School of Social Science and Global Studies, University of Southern Mississippi, USA.

10.22059/jcountst.2025.404234.1383

Abstract

This study evaluates the reach and effectiveness of U.S. soft power in India from 2010 to 2025, examining how cultural, educational, economic, and diplomatic tools have shaped Indian perceptions of the United States. Drawing on Joseph Nye’s Soft Power Theory, it integrates qualitative content analysis with quantitative data from Pew surveys and secondary indicators such as educational exchange, aid flows, and trade figures. The findings reveal that U.S. influence in India is substantial but uneven such as strongest in technology, education, and entertainment, yet constrained by historical mistrust, cultural sensitivities, and geopolitical complexities. While initiatives like Fulbright exchanges, diaspora engagement, and economic cooperation have reinforced goodwill, perceived inconsistencies in U.S. policy and moral messaging continue to limit deeper attraction. The paper concludes that sustained, co-creative engagement—anchored in credibility, equality, and shared prosperity—is essential for converting America’s cultural appeal into enduring strategic influence in India’s evolving multipolar context.

Keywords

cultural influence

public diplomacy

soft power

strategic partnership

U.S.–India relations

Subjects

International Relations

حوزة موضوعی: هند و ایالات متحده

Scope: India and U.S.

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